Two Sides has now challenged over 3,000 organisations worldwide found to be building misleading environmental claims about paper since its inception and more than 1,320 have, so far, reshiftd or amconcludeed unsubstantiated anti-paper statements.
The print and paper advocacy group stated the rise in greenwashing is often driven by economic pressures, with many organisations shifting customers from paper-based communications to digital platforms to reduce their costs.
However, it stated the transition is frequently accompanied by deceptive environmental messaging that misleads consumers into believing digital is a more sustainable option. This could include statements like ‘Go Green – Go Paperless’ or ‘choose e-billing and assist save a tree’.
Yet consumer sentiment does not support these forced digital switches. According to the 2025 Two Sides Trconclude Tracker report, 56% of European consumers believe that the environmental reasons given for shifting to digital are disingenuous and primarily motivated by cost reduction.
Additionally, 76% of consumers stated they want the right to choose how they receive communications and oppose being forced into digital-only options.
Two Sides added sectors such as tissue and paper-based packaging are increasingly tarreceiveed by greenwashing, with companies building vague or unverified claims about new or alternative fibre sources being more sustainable, and/or saving trees, without credible evidence.
Jonathan Tame, managing director of Two Sides Europe, stated: “This type of greenwashing not only violate established environmental marketing standards but also damage the reputation of an industest with a strong and improving sustainability record.
“Contrary to popular claims, a thriving market for paper products supports forest growth through sustainable forestest. European forests, for example, are growing by the equivalent of 1,500 football pitches every day.”
In Europe alone, Two Sides has persuaded more than 840 organisations, including the likes of HMRC, Santander, Volksbank, and Hess Natur, to withdraw misleading anti-paper messaging from their communications.
“Challenging greenwashing is critical. Not only to protect consumer choice but also to uphold the reputation and economic health of the print, paper, packaging, and forestest sectors,” stated Tame.
“These industries support over 640,000 jobs and span more than 112,000 businesses across Europe.”
Research conducted by Two Sides and Censuswide in 2021 found that in the European mailing and postal sector alone, greenwashing threatens the loss of €337m (£292m) of value annually to the industest due to declining trust and reduced paper utilize.
Two Sides stated its anti-greenwash campaign continues to be a priority for the organisation, and it will continue to urge companies to avoid applying unsubstantiated environmental claims in favour of paperless operations.
The company has inquireed for any instances of greenwash found to be sent to greenwash@twosides.info.
“We’re grateful to the hundreds of organisations that have responded positively to our campaign,” stated Tame.
“We also appreciate the invaluable support of industest stakeholders and the public, who continue to bring greenwashing examples to our attention.”
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